Persuasive Copy: Emphasize the Difference

(Fourth in a Series)

Consumers are bombarded by thousands of marketing messages every day. Everyone claims to have the best prices in town, the greatest customer service, the most satisfied customers. If you sound just like the other guy, chances are you won’t stand out from the crowd, no matter how good your product or service.

So, how do you differentiate yourself from the competition?

Start by taking an honest look at what you have to offer and compare it to others in the same industry. You’ll probably see a lot of similarities but there will be differences. Is it your experience? Your use of technology? Your clients? Your results? Your customer service record? Your price?

Once you’ve identified what makes you different from the competition, craft your copy to emphasize the benefits of those differences. Tell your readers why it is to their advantage to use your product or service instead of the competition. Don’t be afraid to provide head-to-comparisons — assuming they come out in your favor.

(Next: Prove It!)

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